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MKT430 - Edwards

Dr. Edwards: Marketing & Management Research

MKT430 - Marketing Research

The focus for each team is to develop a new product, and provide recommendations regarding target market, positioning, pricing, promotion, and distribution of the product.

Each team will be responsible for providing a systematic review of the current literature of their project topic. A literature review is an organized summary of the research on a particular topic. Conducting a literature review can be time consuming, often taking much longer than originally anticipated. The objective of a literature review is to summarize the existing research related to your project topic.

As a result of your review of relevant literature, you should be able to summarize the current state of knowledge regarding your project topic. Here are some useful guidelines for the literature review:

  • Do not include an exhaustive historical review
  • Assume the reader is knowledgeable about the project topic
  • Use, cite, and reference only works pertinent to the specific issue and not works of only general significance
  • Emphasize pertinent findings and relevant methodological issues.

Literature Review Resources

The Process of Writing a Literature Review

Mastering synthetic writing is key to a successful literature review. Use these resources to learn how to analyze the articles you want to use for your literature review, keep track of common themes using an article analysis matrix, and how to convert the notes in the analysis matrix into a piece of synthetic writing.

Think of working on your literature review as a multi-step process:

  1. Identify a topic.
  2. Find articles and reports on that topic.
  3. Read and analyze each article/report. (Use the Individual Article Analysis Worksheet)
  4. Compare all of the themes addressed in the articles/reports. (Use the Article Analysis Matrix)
  5. Use your notes from the analysis matrix to decide how to organize your literature review (make an outline).
  6. Write your literature review by discussing one theme at a time--how is this theme covered in the literature?
  7. Your literature review will also need an introduction and a conclusion. Some students like to start with the introduction, while others find it is easier to write the introduction after they have written the body of their literature review.
  8. Remember to include your References at the end of your paper (and to cite them properly within the text)!

Synthetic Writing

A literature review is not the same as a research paper. The point of a literature review is to synthesize the research of others without making a new argument or scholarly contribution. A literature review is also not an annotated bibliography. You should not write about each study you are reviewing in turn, but instead write synthetically to highlight the current state of the literature.

Key Points to Consider:

  • The purpose of a literature review is to report the current state of the topic. Literature reviewed should be relatively recent, unless you are delving into the history of the topic.
  • Discuss different themes within your literature review rather than individual articles. It will help if you pull information from at least 2-3 articles for each theme you discuss.
  • All works cited should be both in the text of the literature review and the bibliography
  • Avoid passive voice (ex: It was found that...); Use active voice ("Smith (2013) reported that...")
  • Report what the literature says, not what you think

Research Resources

Note that there are several ways to get market, industry, consumer, and company data; each report source emphasizes different aspects. For a clearer, or at least more informed, picture compare the Datamonitor (in Business Source Premier), Mergent, and Morningstar reports for your company with the company's website, annual report, and marketing communications. Also, compare the industry information from the varous sources, some analysts have diverging opinions.

Academic Journal Resources

Library databases:

Freely available resources:

Economic, Industry, Market, Company, and Business News

Library databases:

Government resources:

Company Information

Library databases:

Government resources:

Country Information

Library databases:

Government resources:

Consumer Analysis

Library databases:

Government resources:

Special Notes

Special notes:

The sources below can often be peripheral to finding specific information, but when they come through the data is very helpful. Try them out.

Marketing Databases

Marketing - Start Here

Marketing - Specialized Resources

General Resources

These databases contain broad subject coverage which applies to many disciplines.

Citations

APA Style (American Psychological Association)

The below links to Purdue OWL for APA will help you to set up/format your document in addition to creating a reference list and in-text citations.